2014 Platinum PR Awards: Online Communications

Winner: Chipotle and Edelman - "The Scarecrow"

Chipotle is on a mission to change the way people think about and eat fast food. Through its “Food With Integrity” philosophy, the company is dedicated to serving the very best ingredients, raised with respect for animals, the environment and farmers.

Its unique marketing initiatives aim to draw attention to food issues while engaging consumers about these complex concepts in an entertaining, memorable and shareable way. Enter “The Scarecrow,” a beautifully animated mobile game with companion YouTube film about a disenchanted industrial food factory worker trying to improve the food system in his dystopic, over-processed world. The companion film, featuring a cover of “Pure Imagination” by singer Fiona Apple, was top notch and beautifully produced by Academy Award-winning Moonbot Studios.

The game and film sparked a media storm, resulting in diverse coverage across marketing, business, entertainment, agriculture and sustainability outlets. Working with partner Edelman, Chipotle's “The Scarecrow” has garnered over 614 million media impressions across over 280 outlets.

Honorable Mentions:

  • Chrysler Group - ChryslerOnDemand.com
  • Ragusa Consulting with CBS Sports Network - Krewe of CBS Sports Network
  • Rockfish - External Marketing and Communications
  • Virginia Beach Convention & Visitors Bureau - Virginia Beach Meetings & Conventions/Sports Marketing: Website Evolution